2007 Leigh Dance The reproduction, modification, or distribution by whatever means of the whole or any part of this presentation (including, without limitation, all images, logos, graphs, charts and quotes) is strictly forbidden without specific written permission from the author.
Global Growth: Marketing Your Law Firm Internationally New York LMA Luncheon July 21, 2005 E. Leigh Dance, ELD Project Marketing International, Inc. Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling Michael J. O’Neill, Partner, Howrey
Today’s presentation I. High performance global marketing drivers II. Global marketing organization structures & staffing III. Marketing on a global scale: key challenges and how to surmount them IV. Using technology to support global marketing V. Best practices: international client development VI. What global corporate counsel want
The roles of marketing and business development in winning clients around the world
Platform: Marketing & communications
Business development: actively competing for client work Marketing and communications
Client retains you Business development Marketing and communications
Global growth: reaching the summit more often with broader client relationships l clients buy internationally based on industry/ practice expertise l outside of anglo-saxon world, experience is with relationship building and sales l local lawyers understand local client needs BUT firm marketing strategy best developed centrally You can’t cover all of the terrain
I. High performance global marketing drivers: Skilled business development aimed at global corporations – complex client relationships l client intelligence l multiple points of contact, managed cohesively l sector/practice-focused research and analysis capabilities formalized proposal/pitch preparation and debrief across offices l
I. High performance global marketing drivers: Practice group focus l emphasis on firmwide practice/industry group objectives and plans, executed globally and locally l practice group collaboration across borders l marketing staff assigned to practice groups
I. High performance global marketing drivers: Excellent communications & IT infrastructure l internal communications: about firm capabilities, regulatory developments and clients l effective media relations in multiple markets to broadcast news l identity and brand management: consistent messages
II. STRUCTURES marketing department structures at various firms
II. Structures - Marketing Department 1 Head of Marketing Manager Practice Groups 1 Marketing Manager Practice Groups 2 Marketing Manager Practice Groups 3 Marketing Manager Practice Groups 4 Marketing Executive Marketing Assistant (Optional)
II. Structures - Marketing Department 2 Head of Marketing PR/Media Team Bus. Devel. Mgr. Practice Group 1 Marketing Executive Bus. Devel. Mgr. Practice Group 2 Marketing Executive Bus. Dev. Mgr. Practice Group 3 Marketing Executive Database Team Events Team
II. Structures - Marketing Department 3 Head of Marketing PR/Media Relations Manager Communications Manager Events Manager Business Analysis Manager Marketing Executive(s) Marketing Assistant (Optional) Marketing Asst. (Optional)
VI. GLOBAL CORPORATE COUNSEL STRESSFUL DAYS: it’s not about you “I’ve raised concerns to management-- are they listening? ” “Will everything on that transaction come together in time? ” “Do we fully understand the implications of that deal? ” “Can I hold onto my in -house team? ”
COMMON CONCERNS Is this what in-house lawyering has come to? Ticking compliance form boxes!
COMMON CONCERNS If I’m the company policeman how can I be a business partner? No one will talk to me!
COMMON CONCERNS What don’t I know today that might get us in trouble tomorrow?
COMMON CONCERNS Do we have the time and the access to provide thorough and correct advice?
VI. HOW OUTSIDE LAWYERS ADD VALUE Tell me what key questions I haven’t asked Make the unfamiliar markets less of a headache Answer my bosses’ questions. Don’t complicate things. Make me a star to the management team, (from halfway around the world) Bring me practical info organized to look across our markets, to help us prepare for the future Make my problems your problems
Global Growth: Marketing Your Law Firm Internationally New York LMA Luncheon July 21, 2005 E. Leigh Dance, ELD Project Marketing International, Inc. eldance@eldinternational. com
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